• by Les Luchter , February 2, 2022

Anheuser-Busch, which holds national Super Bowl ad exclusivity for alcoholic beverages, began unveiling commercials for nine brands this week, rolling out its news one day at a time.

The biggest shot came today, Wednesday: Budweiser, following a 2021 COVID time-out after 37 years in the Big Game, will return for Super Bowl LVI with a :30 VaynerMedia spot directed by Chloé Zhao, last year’s Oscar winner for “Nomadland.”

The ad, “A Clydesdale’s Journey,” follows the post-injury path to recovery of one of Bud’s mascot horses.  Said to embody the continued resilience of Americans, the commercial shows the horse fighting through setbacks and overcoming challenges. It concludes with the message, “In the Home of the Brave, Down Never Means Out.”

Bud’s unveiling of a :60 YouTube version of the Super Bowl spot was preceded by two teasers over the past few days, but the ad’s theme was actually previewed more than a month ago via a :49 Anheuser-Busch video that followed a Clydesdale from its early days to maturity. The theme again resonated with the pandemic era, with text focused on the “fresh start” of a new year, where “you might have some wobbles along the way, but eventually you’ll find your footing.”

A-B’s four minutes of national Big Game advertising will also include spots for the new zero-carb Bud Light Next, Michelob Ultra, Michelob Ultra Organic Seltzer and ready-to-drinkbrand Cutwater Spirits, which will make its national TV debut.

On Tuesday, A-B revealed Wieden+Kennedy’s “Land of Loud Flavors,” Bud Light Seltzer Hard Soda’s first-ever commercial. In the :45 spot, which debuted via a :60 YouTube version, a group of friends open a can of the beverage and get transported into a colorful world, where celebrity chef Guy Fieri is a mayor declaring the new brand to contain the "Loudest Flavors Ever."  Those flavors, incidentally, are Classic Cola, Cherry Cola, Orange Soda and Citrus Soda.

In addition to the national Super Bowl spots, Anheuser-Busch’s Busch Light will air regional ads in 41 markets, Michelob Ultra Pure Gold in 10 markets and Stella Artois in a few major markets like New York, Los Angeles and Miami. The latter brand will also appear during the national pre-game show.

On Monday, A-B unwrapped The Martin Agency’s “Head for the Mountains,” marking Busch Light’s first Super Bowl appearance in five years. The :30 spot, featuring a new rendition of the jingle first used by the brand in 1979, featured smooth jazz saxophone icon Kenny G and a group of singers serenading Busch Light drinkers up in the mountains.

A-B’s Super Bowl spots for Bud Light Next, Michelob Ultra, Michelob Ultra Organic Seltzer, Cutwater Spirits, Michelob Ultra Pure Gold and Stella Artois will be revealed in the days ahead.